Are Car Dealers Ready for Social Media?

Is the automotive industry really ready for social media? I would argue in many cases the automotive dealer base still has some growth to do on the website marketing side of the business, and even more so in the Search Engine Optimization side. When I talk to a dealer about how they staff around updating and maintaining their virtual dealership, most respond with very concerning information. For the dealer that hires multiple people to drive cars around their physical lot, keep the inventory clean and even know to park the CUV by the west showroom door because they ran some form of advertising that appealed to a certain demo that is more likely to drive down a certain street, and pull in a certain entrance and park in a certain spot, therefore will see that CUV first, they still have a part timer who puts in 5 hours a month working on the virtual showroom. The motto, the more you tell, the more you sell, is so true in online automotive marketing, yet dealers are still not using enough photos, or they use the same number on an F150 as they use on a Mercedes E Class, and then are disappointed with the results they receive from the automotive portals they blame for their limited success. These challenges are why I worry about dealers stepping into the world of social media.

The greatest thing about social media is that the world becomes your focus group. Existing customers, former customers, potential customers, all offer free advice on how to advertise and sell and service vehicles better. That?s really good stuff. But, what you do with that information is very important. Do you, as a dealer, respond to every comment, in words or actions? Do you change and grow your business based on that free input? Or are you still concerned that if someone says something bad about you that someone else may read it, so no comments are good comments.

I feel that 2009 is an amazing time for franchise and independent dealers alike to stand out. To make a real name for themselves. They need to allocate the time, the human resources and the education to doing things differently and doing things right. This starts with staffing, and then lead and customer management. This evolves to digital representation, in all forms, auto portals, search engines, the store website, everything. Remember, every piece of inventory is it?s own salesperson in 2009, let it go to work for you. Once all of those strategies begin to be corrected or are on the path for improvement, I say embrace social media as you?ve never embraced anything before. This could be bigger than the destination site was in 2004, but it comes with a price. The days of dealers selling vehicles in spite of themselves are nearing an end. It is time for the innovators to take over the world.

In the attached article from Soshable.com the author feels the same way. And I agree with their warning that jumping in is great, but jumping in with the wrong resource is dangerous. There are so many media companies and sales entities out there that can spin a good yarn, but behind closed doors will make comments like ?Craigslist doesn?t have many people searching for cars on their site.? (Yes, this was an actual statement from a manager in the newspaper industry?someone needs to point out that it is the 2nd highest auto searched site in the world). Be careful who you ask to help craft your social media strategy. Do it right the first time, and be ready to step into the next big thing.

Automotive Social Media Can Save the Surviving Car Dealers